Another Dot-Com Startup Seeks First Ad Partner

DealTime Contacts N.Y. Agencies About an Expanding Opportunity
NEW YORK –, which trawls the Internet in search of the best prices for consumer goods, is contacting agencies here about a $5-10 million ad launch this fall.
Spending is expected to rise as the Stamford, Conn.-based startup expands its search offerings, sources said last week.
The review is beginning with a list of about 15 New York-based shops, said Lee Anne Morgan of search consultancy Lee Anne Morgan & Partners, Margaretville, N.Y. Those agencies range in size from $50 million to $250 million in billings, sources said. Morgan declined to name them.
“We’re definitely looking for great creativity,” said Deborah Sack, director of marketing communications at DealTime. “Also, we need a strong partner who can move in the quick-paced Internet world.”
Based on creative samples and responses to an electronic questionnaire, the client will cut to 10 semifinalists and then 4 or 5 finalists, Morgan said. The first cut is expected next week and a winner will be selected late next month.
DealTime, which competes with (also in the midst of an agency review), offers consumers access to the best prices in computer products via a search engine.
The Web site, launched in February, expands this week to include searches for furniture, appliances, sporting goods and kitchen supplies. Future plans call for mortgages, credit cards and insurance.
Sack and DealTime chief executive Dan Ciporin both hail from MasterCard. Ciporin was a senior vice president of global deposit access and Sack was vice president of marketing communications. DealTime’s vice president of marketing and business development, Lance Powdell, is a former account executive who has worked at both TBWA/Chiat/Day and Ogilvy & Mather.
DealTime, which has never advertised before, hopes to launch its first brand campaign in September.